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You’ve never heard of Bostik’s new ambassadors, because they’re tradies


You’ve never heard of Bostik’s new ambassadors, because they’re tradies


Bostik is making an appeal for the authentic in its latest move, hiring two real Australian tradies as brand ambassadors.

Australian trade tools and adhesives manufacturer, Bostik, is taking a different route with influencer marketing – bringing in actual tradies Mark Menagatti (AKA Spaghetti) and Adrian Franchina as the ‘Bostik Boys’ to represent the brand.

According to Bostik, Menagatti and Franchina’s relationship with the brand is planned to span the next few years. The pair was introduced in a teaser video on Bostik’s Facebook and YouTube pages last month, with threats to replace The Block’s Scott Cam as Australia’s favourite tradies.


The campaign will launch tomorrow with the TVC, ‘Tradie Life’, featuring the Bostik Boys discussing what it’s really like to be a tradie. “Due to TV shows, a tradie’s life looks easy, but actually isn’t as easy as what you think,” says Menagatti. The end of the spot delivers the tagline ‘Real Tradies. Not Real Actors.’

“We wanted authentic tradies who are on the tools 24/7. Tradies that wake up before light and come home after dark.” says Anthony Voyage, marketing manager at Bostik. “We have Bostik products in thousands of tool boxes around the country at any one time and we want our consumers to be proud of our connection.”

Bostik plans to build on the Bostik Boys miniseries in the coming months, with the duo exploring the life of a tradie even further, giving trade tips and DIY how-to guides featuring the Bostik product line.

The campaign’s teaser video managed to accrue over 150,000 views on Facebook in less than a month. “We hope the Australian public find this approach refreshing, informative and engaging,” concludes Voyage.


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Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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